Hearst, AmEx form unusual union

Kerwin, Ann Marie
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p8
Trade Publication
This article reports on a partnership between Hearst Magazines and American Express Publishing Corp. to jointly sell a special advertising section to luxury-goods marketers, as of April 1999. The section, Quintessentials 2000, will appear in December issues of Harper's Bazaar and House Beautiful from Hearst, and Food & Wine and Travel & Leisure from American Express. The joint marketing idea grew out of an initiative to target affluent customers, said Michael Clinton, Hearst senior vice president-chief marketing officer. In hopes of reaching as many wealthy consumers as possible, Clinton approached American Express with the idea to combine resources. While some of the titles might compete for the same advertisers during the rest of the year, the two companies view this as a way to expand business they might not get on their own.


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